Animals Australia launches integrated 'Make It Possible' public awareness campaign via LOUD

animalsAustralia_STILLframe.jpgAnimals Australia, via LOUD, Sydney - will today launch its largest ever national public awareness campaign - Make it Possible, calling on consumers to use their purchasing power to combat the number one cause of animal cruelty in Australia today: factory farming.

From tonight a world-first television commercial that allows factory farmed animals to plead their own case for a kinder world will air on all networks and in cinemas around Australia. The commercial, which uses 'Babe' style effects and real footage from Australian factory farms, will shine an unprecedented spotlight on the lives led by animals in factory farms until Christmas.

Says Lorraine Jokovich, CEO Loud: "There are many things in this world we are powerless to change, but this is not one of them. At the very least we owe all animals raised for food in this country, a quality of life and protection from cruel treatment. This campaign will encourage retailers, producers and consumers to work together to ensure that Australia sets a precedent in ethical care of animals for the world to follow."


Wake up. said:

Typical sleepy creative from the droll house on the North side.

If you were awake you'd realise Optus uses animals and has "It's possible." as a line.

You've used an animal with "Make it possible."

Dear lord.


Oink said:

Dear Wake Up

Kind of hard to not use animals when it's a job for animals.

Or maybe they could have used those pesky factory farmed humans? There's a strategy.

Damm, I've let it out an idea.

As a vocal and active animal rights advocate, I'm often confronted with deflating news about stops to planned animal welfare changes, graphic footage and morbid tails of abuses that often defy comprehension. It's a tough gig, caring about what happens to animals in this country because, for many years now, the worst abuses have been happening in great big sheds - outside the field of view of the average Jo. I've believed for a long time that if people knew what was going on behind the doors of those sheds, they would be appalled and moved to act to change their purchasing decisions. People just aren't inherently bad. They don't want to see animals suffer and they certainly don't want to actively support and industry that causes widespread animal suffering.

This courageous campaign is the first time in a long time that I have felt like people might actually stand up and take notice. It's not graphic or shocking so people can't justify switching off, it will entice kids and promote conversation around factory farming and put people face-to-face with the animals that suffer to become someone's meal.

I often thank Animals Australia for their work but thanks, too, the all the other people who worked (do doubt tirelessly) to create such an important campaign.

Here's to an end to factory farming and working together to make it possible.



Hearts in the right place said:

Beautiful. I hope it does bring about change.

Dave said:

Good angle using celebrity endorsement since shock tactics clearly don't work.
Campaigning for just 5000 adopted pigs as the social mechanic seems like a fairly low bar.
Might help if government closed the loopholes on food labelling so consumers could actually make informed choices if they wanted to.

Savageboxer said:

Dear wake up,
Its an animal rights issue, by Animals Australia - and you're having a go at them because they used animals? WTF? Or did you not get that? Think its yourself that needs to Wake Up/

credits? said:

admirable - who made it ? credits please

Silk Purse said:

A different approach, which is commendable. May have worked just as well, perhaps, even without the synchronised snout movements - the song itself would have carried the point across?

Also, "Wake up" - wake up. Don't think anyone's going to go, "Huh? Optus?" are they.

True Blue said:

Who did the visual effects? Was it done in Australia?

DK said:

FSM completed the edit, grade, 3D and compositing for this campaign.

Angel said:

I wish I was a real Angel to rescue these Animals and place them in the Sunshine and fields where they belong. There is real cruelty in this world - and only humans like you and me and others can speak out on their behalf. One day the roles might change and the humans who do this to Animals will be in the cages and treated the same way. As they say what you give out comes back 3 fold and boy!!! are these factory farming lowlives in for it. Also the lowlives who use Animals for testing everything. Your time is coming.

I like crispy crackling and bacon and eggs, but... said:

If only there was a way for this to run on commercial TV so that all the drongos who form the mass-market could see it. I'm sure they have no idea what goes on.

Babe said:

There is a way for this to continue to run on commercial TV:

Wide awake said:

In response to possibly the most mean spirited and head up the ad industry's arse comment I have ever read:

Might pay to wake up to yourself and see how the public is reacting. Truly amazing results. Thousands are pledging help everyday and the video has been shared around the world by tens of thousands within the first two days of release.

Might it be possible that this campaign is aimed at putting an end to animal cruelty not impressing advertising wankers?

Is it also possible that changing laws for the better is more important to some than than winning awards?

jean mcwilliams said:

I would be very grateful,if, when you hold your rally it is also brought to the publics attention that Coles and Woolworths are selling beef, lamb and chicken that is slaughtered to Halal specifications,and it is not labelled as such. If this meat were labelled the demand would be minimal,therefore there would be less animals being slaughtered inhumanly. I have an email from Coles confirming my statement, and if you require confirmation then you should email Lorainne Moses of customer service.If your organisation are sincere in wanting to stop cruelty to animals then Coles & Woolworths would be a good start.

DIGGER said:

I work in a piggery. The footage of the pigs filmed at night with a spotlight depicts the wrong image. The sows that are shown in single farrowing stalls are to protect the piglets from being crushed/smothered after birth. Sows that are in shared pens and not single stalls fight amongst themselves and injure each other. Tails are docked and teeth are cut to prevent them injuring each other. I think people should research more before they speak on subjects they know little about.

Barbara Smith said:

Is there any way I can buy a poster of the flying pig ..make it possible????

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